Waitrose is relaunching its Essential range this month just over 10 years since its debut.
More than 200 new and improved products from key categories such as skincare, yoghurts and frozen ingredients will be added to the range, all of which will have a new modern pack design. The retailer stated that the redesign aimed to reflect the quality and value of the products.
All products within the range have also been reviewed in order to meet with the retailer’s strategy of making all own-brand packaging widely recyclable, reusable or home compostable by 2023. The supermarket has committed to reduce Essential Waitrose packaging by 15% with a total saving of nearly 2,000 tonnes.
Changes to packaging include moving olives have moved from glass jars to steel cans, removing plastic zip seals from dried fruit bags, and dropping the plastic dust guard from the openings of tissue boxes.
Waitrose also claims the overhauled range will make it easier for people to eat healthier with the majority of the products supporting a balanced diet. At least a third of the products will be signposted with its ‘Good Health’ logo, which guarantees clear nutritional benefits.
Brand Manager for Waitrose, Beth Elliot said: “Our Essential Waitrose range has been created by experts to exhibit the standout quality and value that Essential Waitrose products have to offer.
“Our aim is to offer the highest welfare, quality and value products which we know our customers expect. Supporting our farmers and suppliers remains a key priority and with the new design we hope our customers will be even more drawn to the range and the new products within it.”
